At a large cosmetics store near Seoul’s Seongsu Station on the afternoon of April 14, Japanese was heard more often than Korean. When a Japanese tourist approached the counter to pay, a staff member responded fluently in Japanese — a scene increasingly common in the area as foreign visitors drawn by social media recommendations flock to the trendy neighborhood.
“I heard Seongsu is a hot spot for young Koreans, so I wanted to see it,” said Maho, 24, a tourist from Japan, as she browsed face masks and beauty products.
The number of Japanese travelers visiting South Korea is rising, with a weaker won making the country a relatively affordable destination. The trend is led by tourists in their 20s, whose tastes are reshaping Japan’s travel map of Korea, with a growing preference for beauty, food, and K-pop-related experiences.
According to credit card firm Hana Card, Seongdong District — home to Seongsu — recorded the largest year-on-year jump in card spending by Japanese tourists between December 2024 and February 2025, with payments soaring 215.6%. The area around Seongsu Station has seen rapid change in recent years, with major brands, cafes, and boutique shops drawing South Korea’s MZ generation (Millennials and Gen Z).
Nearly half of Japanese tourist spending in Seongdong during the period went to clothing, accessories, and beauty-related purchases.
Other trendy districts also reported sharp increases in spending. In Yongsan District — home to popular neighborhoods such as Hannam-dong, Haebangchon, and the former U.S. Garrison area — Japanese tourist spending rose 142% from a year earlier. In Gangnam District, known for its cluster of cosmetic clinics popular among foreign visitors, card spending by Japanese tourists climbed 37.7%, with medical and healthcare services accounting for 45% of total payments there.
Overall, Japanese tourist card spending in South Korea rose 39% year-on-year during the three-month period.
The Korea Tourism Organization said 644,729 Japanese visitors arrived in South Korea from December to February, up 23.9% from the same period a year earlier. Travelers in their 20s accounted for the largest share at 65.4%.
